Belting Corporation — 18 sqm exhibition stall design at Anuga FoodTec Mumbai

Project Details

Conveyor belting is a component: buyers at a food processing show usually meet it inside somebody else's machine. Belting Corporation's 18 sqm plot had one open side, so the only chance to be recognised was the frontage itself. This exhibition stall design at Anuga FoodTec Mumbai had to name the category clearly and put actual belt material within reach of the aisle.

Materials Used

Conveyor belting is a component: buyers at a food processing show usually meet it inside somebody else's machine. Belting Corporation's 18 sqm plot had one open side, so the only chance to be recognised was the frontage itself. This exhibition stall design at Anuga FoodTec Mumbai had to name the category clearly and put actual belt material within reach of the aisle.

White walls, a white counter and two blue tapered columns flanking the opening keep the palette tight at this size. Belt samples in blue, green and white mount straight onto the back wall so material and surface texture can be handled rather than described. Printed panels beside them cover the food belting range. The fascia box carries the logo on both visible faces, lit by spots — most of what an 18 sqm booth can do from a single open side.

At 18 sqm with one opening, the win is being identifiable from an angle. The double-sided fascia and the blue columns gave the frontage enough weight to read from down the aisle, and the belt samples answered the first question — what does it feel like — without starting from zero. The counter, set aside, left the opening walkable in this exhibition stall design at Anuga FoodTec Mumbai.